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Off topic: Help sought in connection with Brand Evaluation jobs
Thread poster: chopra_2002

chopra_2002  Identity Verified
India
Local time: 15:29
Member (2008)
English to Hindi
+ ...
Oct 12, 2004

As being translators, our basic job is confined to translation, but on some occasions we are also offered brand evaluation jobs because these also require some sort of linguistic knowledge and expertise.

As you might be well aware, whenever a foreign company decides to launch a product or service in another country, it needs to ascertain and make sure that the prospective brand name is easy to pronounce in a different setting, it does not translate too literary, whether it has a specific meaning, or conversely or no meaning at all in the language of the country where it has to be used, whether this brand name has any association (positive or negative) in the natives' language, does the name sound similar to any real or slang word and does this brand name sound similar to any other company, product, or service names in the intended country/region.

While I generally don't feel much difficulty in answering most of these questions, I sometimes get stuck on the last question i.e. does this brand name sound similar to any other company, product, or service names in the intended country/region. The reason being there are numerous companies, products or service names and it is not humanly possible for us to know about each and every one and thus, we can't say for sure that no company, product or service name exists with a particular brand name. I have been making use of internet search and telephone directories to ascertain the same but this is a very time consuming process and does not always provide us with the exhaustive and useful results. How do you deal with such query while handing brand evaluation jobs? Is there any website which lists the names of all the prevailing companies, products or services in India in which case it will become very easy to obtain the requisite information.

Any guidance in this respect will be highly appreciated.

Thanks in anticipation.


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xxx00000000
English to French
+ ...
Don't sweat it out Oct 12, 2004

The companies do their own legal research concerning the existence of other brand names. What they want from you is to know what comes to mind when you hear or see the brand name. They want to know if it means anything or if it makes you think of another company or product. That's all. You *shouldn't* be doing any research about it, that's not what they want. They want the immediate response of a local native speaker.

Best,
Esther

[Edited at 2004-10-12 04:46]


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chopra_2002  Identity Verified
India
Local time: 15:29
Member (2008)
English to Hindi
+ ...
TOPIC STARTER
Thanks for your valuable input, but.... Oct 12, 2004

I feel that if companies do their own legal research concerning the existence of other brand names, they should not have included this question in the questionnaire. They definitely seem to be looking for information from us in this respect.

Cheers,
LC



Esther Pfeffer wrote:

The companies do their own legal research concerning the existence of other brand names. What they want from you is to know what comes to mind when you hear or see the brand name. They want to know if it means anything or if it makes you think of another company or product. That's all. You *shouldn't* be doing any research about it, that's not what they want. They want the immediate response of a local native speaker.

Best,
Esther

[Edited at 2004-10-12 04:46]


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Syeda Tanbira Zaman
Local time: 15:29
English to Assamese
+ ...
Exactly Oct 12, 2004

Esther Pfeffer wrote:

The companies do their own legal research concerning the existence of other brand names. What they want from you is to know what comes to mind when you hear or see the brand name. They want to know if it means anything or if it makes you think of another company or product. That's all. You *shouldn't* be doing any research about it, that's not what they want. They want the immediate response of a local native speaker.

Best,
Esther

[Edited at 2004-10-12 04:46]


The answers are expected to be spontaneous. They only want to ascertain how a native speaker would react or respond to the name of the product as regards its meaning and sounds. We are not supposed to do any market research on their behalf.


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NancyLynn
Canada
Local time: 05:59
Member (2002)
French to English
+ ...

MODERATOR
Agree Oct 12, 2004

As our colleagues pointed out above, they want your immediate, unconsidered, unpondered answer. If you don`t know of a company with a similar name, they want to know that. Having done their market research, they already know if there is a company with a similar name. They are trying to find out whether or not this company name widely known and recognised.

HTH

Nancy


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Patricia Lutteral  Identity Verified
Argentina
Local time: 06:59
English to Spanish
+ ...
Your spontaneous reaction Oct 12, 2004

It's not about research, but about knowing whether the intended name rings a bell, or can be associated to another product.

I had to evaluate a name once, (for a rather "cool" product) and the Spanish pronunciation was similar to the commercial name for a pregnancy test!


Best regards,

Patricia


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